Carlsberg has revitalised its flagship beer in the UK with the launch of Carlsberg Danish Pilsner, in a move to highlight the brand’s Danish heritage.
In order to reconnect with the principles of Carlsberg’s founder, JC Jacobsen, Carlsberg said it has enhanced every aspect of its beer – including the choice of ingredients through to the brewing process – in order to create “its best-ever quality beer”.
The brew will be available as of 1 March, supported by a multi-million-pound investment and new visual identity, which aims to increase brand quality perceptions. The trade launch will be supported by the brand’s most ambitious, integrated consumer marketing campaign to date, running throughout 2019.
Carlsberg Danish Pilsner remains at 3.8% ABV and retains the light qualities of its predecessor but has been “rebrewed from head to hop to deliver a smoother, fuller mouth-feel and a perfect balance of bitterness and sweetness”, the brewer said.
Liam Newton, Carlsberg UK vice president marketing, said: “In launching our new, perfectly balanced Carlsberg Danish Pilsner, we’re toasting the brewing passion of our founder JC Jacobsen and his legacy of pursuing better, which started over 170 years ago.
“Some of the most popular and recognisable beers, like Carlsberg Danish Pilsner, will continue to represent the biggest segment in UK beer in five years’ time and therefore remains crucial to the health of the beer category overall. We’re firm believers in people drinking better beer, and people want better beer, so why wouldn’t we respond to this consumer need?
“In recent years we have reinvigorated our premium Carlsberg Expørt and we’re now committed to enhancing every aspect of the Carlsberg Danish Pilsner drinking experience, ultimately encouraging the trade and beer drinkers to re-appraise our brand.”
Carlsberg UK master brewer Bhavya Mandanna added: “Our new pilsner has a fuller body and a perfect balance of bitterness and sweetness made possible through modifications to our brewing process and the addition of bittering hops in the brewhouse.
“Aroma hops with citrus and floral top notes give a greater depth of flavour whilst maintaining the light and refreshing qualities of Carlsberg. The result is a smooth, perfectly balanced, Danish Pilsner.”
Carlsberg aims to elevate the consumer drinking experience with a new stemmed glass featuring a tapered top as well as upgraded bottle caps, which are said to preserve the freshness and life of the beer.
Meanwhile, cans will feature Snap Pack glue technology – winner of best CSR/sustainability initiative at World Beverage Innovation Awards 2018 – in a move to reduce plastic usage.
‘Greener Green’ ink will also be incorporated in bottle labels and outer packaging to improve packaging recyclability.
In its full-year financial results published last week, Carlsberg saw its net revenue rise 3%, following the strong performance of its core and craft beer brands, as well as its no- and low-alcohol portfolio.
© FoodBev Media Ltd 2019
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